Understanding the Discrepancy Between Facebook’s ROAS and Google Analytics’ ROAS

The discrepancy between return on ad spend (ROAS) reported by Facebook and Google Analytics can be attributed to several factors. This article explores these factors and provides insights on how to align and improve your tracking across both platforms.

Attribution Models

Facebook’s Last-Click Attribution:

Default to last-click attribution, attributing conversions to the last ad click before the purchase.

Google Analytics’ Attribution Models:

Offers various models such as last-click, first-click, linear, and time decay, leading to different conversion tracking results.

Conversion Windows

Facebook:

Allows advertisers to set different conversion windows (e.g., 1-day, 7-day clicks), which can affect how conversions are counted.

Google Analytics:

May have a different default conversion window, leading to differences in the number of conversions attributed to ads.

Tracking Mechanisms

Facebook Pixel:

Relies on its own pixel, which may not always accurately capture all user interactions, especially if users switch devices or browsers.

Google Analytics Tracking:

Uses its own tracking code, and discrepancies can occur if the setup is not consistent across platforms.

Data Processing Delays

Real-time updates in Facebook Ads Manager vs. potential delays in Google Analytics data processing may lead to temporary discrepancies.

User Privacy Settings

Increased privacy measures like Apple’s App Tracking Transparency can impact how user interactions are tracked on Facebook, potentially leading to underreporting of conversions.

Different Definitions of ROAS

Ensure both platforms are calculating ROAS the same way. For example, if Facebook includes all revenue from a campaign, while Google Analytics attributes revenue only to specific goals or transactions, the figures will differ.

Cross-Device Tracking

Users often interact with ads across multiple devices. If Facebook and Google Analytics track these interactions differently, it can lead to inconsistencies in reported ROAS.

Conclusion

To align ROAS figures more closely, ensure consistent tracking, attribution models, and conversion definitions across both platforms. Regular audits and adjustments to tracking configurations can help minimize discrepancies.